3AK
| Company type | Private |
|---|---|
| Industry | Radio broadcasting |
| Founded | 1931 |
| Founder | George Palmer |
| Fate | Rebranded as SEN 1116 after acquisition by Sports and Entertainment Network |
| Headquarters | Melbourne , Australia |
| Products | Radio broadcasting (music, talk, sports) |
1503 3AK was a well-known Melbourne radio station specializing in music, with origins tracing back to the 1930s. The station eventually disappeared following a series of ownership transitions in the 2000s, relocating to the 1116AM frequency before its acquisition by the Sports and Entertainment Network (SEN 1116). Its legacy includes several significant business and regulatory milestones.
Highlights include:
- Awarded a "B" class licence in 1931 rather than the standard "C" class, accompanied by limitations such as a hard-to-tune dial position, restricted transmission power, and broadcasting confined to hours when other commercial Melbourne stations were off-air (primarily nighttime).
- Established by George Palmer, who is also known as the father of businessman Clive Palmer.
- Shared its broadcast frequency with Bathurst’s 2BS, leading to signal interference challenges.
- From 1954 onwards, permitted daytime transmissions only when it did not disrupt 2BS’s coverage.
- Purchased in 1961 by Australian Consolidated Press, becoming affiliated with GTV-9 and benefiting from joint promotion involving prominent television figures.
- Secured an FM licence through an auction in 1989 but did not advance due to changes in ownership.
- Acquired by Peter Corso in 1990, the station adopted an Italian-language format for several years.
- In late 2003, leased to Sports Entertainment Network and rebranded in January 2004 as a dedicated 24-hour sports broadcaster known on-air as SEN 1116, while maintaining the original callsign 3AK.
Early years
3AK commenced transmissions on 29 November 1931, marking it as Melbourne’s fourth commercial radio outlet after stations 3UZ, 3DB, and 3KZ.
The call-sign originated from its operator, the Akron Broadcasting Company, which was owned by George Palmer, father of Clive Palmer. Initially licensed under a B Class designation with several constraints, the station broadcast only during times when other Melbourne commercial stations were off-air. Early schedules included late-night and early-morning slots, operating at roughly one-fifth of the power used by competing stations and assigned a challenging wavelength at 1500 kHz near the upper limit of many radio receivers.
Its programming largely consisted of live musical performances from its Queen Street studios, often featuring local music instructors who offered concerts free of charge to showcase their talents. Occasionally, these live segments were supplemented with recordings on 78 rpm discs and piano rolls.
Melbourne Broadcasters
On 2 May 1934, the company was renamed Melbourne Broadcasters Pty Ltd—a name it retained through numerous management changes well into the 1980s. Under Palmer’s direction, the station shifted focus toward popular dance music formats.
By 1936, the announcing team was very small—comprising Palmer himself and two additional announcers—reflecting the station’s modest scale compared with larger competitors that employed more extensive staff.
In 1937, broadcast hours expanded to run from 11:30 pm until 7:00 am on weekdays; Sundays continued to have early sign-offs until changes in 1954. Due to its low transmission power and shared frequency with stations such as Bathurst’s 2BS (also operating on 1500 kHz), interference frequently occurred during overlapping airtimes.
Among notable broadcasters was Alf Andrew, who joined in 1937 after experience at major outlets including ABC Radio Melbourne and 3UZ.
During much of the mid-20th century, 3AK promoted itself under the slogan "The Voice of the Night," although there were persistent rumors regarding working conditions for staff. Unlike other cities where continuous broadcasting licenses had been granted earlier, Melbourne only saw major stations begin full-time transmissions starting February 1954; at that time, 3AK adjusted its schedule but did not become a full-time broadcaster.
Studio facilities relocated over time from Queen Street to Bourke Street and eventually to Grey Street in St Kilda during the 1950s.
Throughout this period, 3AK functioned as an entry-level platform for aspiring broadcasters, launching careers of personalities such as Stan Rofe and Mike Williamson.
Due to limited resources, the station innovated by using a rope outside their studio window to receive newspapers for on-air news reading.
By the late 1940s, ownership transferred to Mack's Furnishing Company. The directors and management upheld conservative Christian principles that influenced programming decisions.
1950s
During the 1950s, 3AK's management actively petitioned the Postmaster General's Department and the Australian Broadcasting Control Board to extend its broadcast hours. Starting 1 February 1954, the station was authorized to air programs daily from 6:00 am until 7:00 pm, although summer season restrictions occasionally shortened this schedule. As a result, 3AK was unable to take advantage of peak evening listening periods until television broadcasting commenced in 1956.
The station’s inaugural breakfast show was hosted by Lennie Holmes alongside Shin Berinson, who later gained recognition as a distinguished voice-over artist. Other prominent announcers during this era included Lou Carr and Graham Madison.
1960s
In the early 1960s, Australian Consolidated Press (ACP), owned by the Packer family, acquired television broadcaster GTV-9 and subsequently took control of 3AK. On Easter Monday, 3 April 1961, 3AK moved its operations to GTV-9’s Television City located in Richmond. The station adopted a refreshed programming format that featured well-known television personalities such as Philip Brady, Graham Kennedy, Bert Newton, and Eric Pearce. Although these celebrities were expected to volunteer their time without compensation, their participation significantly boosted 3AK’s visibility.
Weekend programming included an Italian-language show hosted by Frank Zepter and classical music segments led by Arthur Young, who also conducted GTV-9’s studio orchestra. This reflected a period of transition as commercial radio gradually reduced classical music content.
After ACP’s acquisition, former manager Bill Bowie established a radio and television training school. Several on-air staff were reassigned within GTV-9; only chief announcer Ron Alderton continued weekend broadcasting duties before moving into prominent television news roles.
By the mid-1960s, 3AK embraced a Top 40 music format under the brand "The Good Guys." To resolve transmission interference with regional station 2BS, ACP purchased 2BS and installed a directional antenna system. This adjustment enabled regulatory approval for around-the-clock broadcasting. Consequently, on Friday, 8 November 1968 at 7:00 pm, 3AK launched its first continuous overnight service with Grantley Dee as the initial overnight announcer.
1970s–1980s
In the early 1970s, the station abandoned its "The Good Guys" tagline in favor of "Where No Wrinklys Fly," positioning itself in direct competition with 3XY for dominance in the Top 40 segment. After losing out to 3XY, 3AK swiftly transitioned to a Beautiful music format—an early form of what is now known as Easy listening. This shift propelled the station to lead ratings for more than ten years. During this period, the station minimized promotion of individual presenters, focusing instead on its musical format.
Throughout the 1980s, while maintaining easy listening variations, 3AK discontinued use of the "Beautiful Music" label due to market research indicating male listeners' discomfort with the term. Around 1985, the playlist was revamped by removing instrumental cover versions and emphasizing original recordings, steering toward a mainstream soft gold repertoire. Despite consistently strong ratings, a format change to adult contemporary in 1986 resulted in a steep decline in audience numbers as competitor 3MP adopted the Easy Listening style and attracted former 3AK listeners.
In an effort to recover market share, 3AK joined forces with Sydney-based 2UE in 1986 to create the CBC Network—a shared talk-back platform featuring programs from both Melbourne and Sydney studios. Local broadcasters such as John Blackman, Ernie Sigley, and Wendy Harmer led various shows; however, the network’s Sydney-centric programming limited its appeal in Melbourne. The initiative was short-lived and ultimately unsuccessful.
In 1987, Kerry Packer sold ACP’s radio and television holdings—including 3AK—to Alan Bond for A$1 billion. Bond’s primary interest lay in television assets and he soon divested from radio stations like 3AK amid financial challenges. By 1990, following Bond’s financial collapse, Packer reacquired the Nine Network at a substantially reduced price.
Talk Format at 3AK During 1989–1990
Between mid-1989 and 1990, 3AK reverted to an exclusive talk radio format, featuring prominent figures including Darren James (accompanied by Bruce Mansfield as "Uncle Roy"), Margaret Peacock, Don Chipp, Peter O'Callaghan, Keith McGowan, and Bill Howie. The station also initiated regular Saturday broadcasts of VFL (now AFL) games, with football team leader Graham Dawson at the helm.
In 1989, the federal government opened bidding for FM licences among AM commercial stations in capital cities. Six out of seven Melbourne AM stations participated; however, 3AW refrained from bidding, citing its predominantly mature listener base. The highest offers were made by 3KZ at A$32 million and 3AK with $22 million. Nevertheless, due to Alan Bond’s looming bankruptcy, 3AK failed to complete payment, resulting in the licence being granted to the third-highest bidder, 3TT, for $11 million.
The 1990s Era
In 1990, ownership of 3AK transferred to Italian entrepreneur Peter Corso, who terminated most staff members and relaunched the station as Australia’s inaugural commercial Italian-language broadcaster. During this transition period, the station aired continuous Beautiful Music without commercials or announcements except for pre-recorded messages about the upcoming Italian programming. Saturday football broadcasts remained due to existing contractual commitments.
Only two former employees—technician Ralph Knight and producer Warren Koglin—were retained during this change. After approximately one year broadcasting from the GTV9 complex, 3AK moved its operations to newly established studios in West Melbourne.
Corso contemplated discontinuing the Italian format and leasing the station to Bert Newton and his partner for a personality-driven format. However, this proposal was declined by the Australian Broadcasting Tribunal because of regulations prohibiting station leasing and concerns regarding Newton’s partner’s suitability.
The Italian programming continued until 1994 when Southern Cross Broadcasting acquired 3AK and restored it to an easy-listening music format. Corso had obtained one of the earliest narrowcast licences granted by the Australian Broadcasting Tribunal and shifted the Italian content to narrowcast station 3BM on 1116 kHz—a frequency later adopted by 3AK.
By 1996, Southern Cross controlled four Melbourne stations—3AW, 3AK, 3EE (Magic 1278), and 3MP—surpassing the legal ownership limit of two per market. As a result, 3AK was sold to Christian organisation Fusion Media, which transformed its programming into a mix of talk-back shows, magazine-style content, and easy listening music. The station relocated from St Kilda Road studios (originally constructed for 3EE) to facilities on Swan Street in Richmond.
Final Operational Phase
Facing persistent low audience figures and financial strain, ownership of 3AK passed to media and data firm Data and Commerce Limited (DCL). In 2001, DCL changed the station’s frequency from 1503 kHz to 1116 kHz and relaunched it as a talkback platform directly competing with major players like 3AW and ABC Radio Melbourne.
Notable broadcaster Derryn Hinch assumed the morning show after spending a year presenting evenings on 3AW. Additionally, former Premier of Victoria, Jeff Kennett, joined as a presenter.
Closure
Despite innovative programming choices, inadequate marketing efforts kept 3AK at the bottom of ratings charts. By late 2003, DCL leased operational control to Sports Entertainment Network (SEN), which converted the station into a dedicated 24-hour sports radio outlet. In January 2004, it was rebranded on-air as SEN 1116.
SEN
Despite an initial rise in audience figures, SEN encountered financial difficulties at the start of 2005, resulting in several staff members—such as Dermott Brereton, Mark Doran, and Robert Shaw—not receiving their salaries. This situation prompted Brereton to depart from the station. The financial challenges intensified after SEN's short-lived attempt to expand into Adelaide, which was ultimately abandoned due to the station's primary focus on Melbourne and ongoing funding problems.
In 2006, SEN obtained the rights to air five Australian Football League games each weekend, significantly boosting its sports broadcasting offerings.